A significant redesign is finally coming to the Yahoo.com home page, one of the most well-traveled destinations on the Internet, and the company’s search page will follow suit starting next month.
Yahoo plans to let people in the United States start selecting a new, more personalized version of the home page beginning Tuesday afternoon. The revamp lets people select basic applications to use not just Yahoo sites, but also others’ such as eBay, Facebook, and Twitter, said Tapan Bhat, Yahoo’s senior vice president for consumer experiences. These applications are available on the left side of the page under a customizable section called My Favorites; hovering over them with the mouse pointer makes each application and its accompanying advertising pop up. “We’re pulling together everything about the user they care about, be it on Yahoo or off, to create a personally relevant experience,” Bhat said. “In a world like this, Yahoo needs to make the user experience come first.” The effort is a centerpiece of Yahoo’s effort to revitalize its core business: showing content and accompanying advertisements to a large, general audience on the Net. Yahoo’s profitability for years has trailed that of its main rival, Google, which depends chiefly on search ads for revenue, and Yahoo faces increasing pressure from Microsoft’s online business and new arrivals such as Facebook as well. The company also hopes for more success with advertisers. “We’re creating great opportunities for advertisers to target content and context,” he said, demonstrating a movie application that showed a prominent ad along with movie showtimes locally tailored for a particular user.
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